On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely. – Jakob Nielsen

Nope, it's not just that. Although the tiny fraction of attention readers have for your content is always important to keep in mind. But instead of another "write for the F-pattern reader" article, let's dig into the psychological underpinnings of how readers process information. You'll learn ways to make your content more memorable and how not to disenfranchise any audience members who struggle with legibility, however unintentional.

Don't worry; you don't have to immerse yourself in academic theories for the next three weeks. I've waded through those dusty tomes for you, and I'm here to report back on how readability actually works. I'll also suggest some implications for your content. This'll get a little wonky at times, but I hope you'll learn something from my research. I know I did.

1. Chunking (readability)

In the field of user-experience design, ‘chunking’ usually refers to breaking up content into small, distinct units of information (or ‘chunks’), as opposed to presenting an undifferentiated mess of atomic information items. – Kate Meyer

Chunking was first identified by George A. Miller in "The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information." While the article focuses on how many items we can hold in our memory, Miller goes on to suggest that we can remember more items if that information is properly separated out for us. For example, this string of numbers (even though it only contains eight digits):

is harder to understand or remember than this unforgettable number:

Those slashes help us parse the numbers into shorter (and more recognizable) units, which makes it easier to understand and remember the information.

The span of immediate memory impose severe limitations on the amount of information that we are able to receive, process, and remember. By organizing the stimulus input simultaneously into several dimensions and successively into a sequence of chunks, we manage to break (or at least stretch) this informational bottleneck. – George A. Miller

So when you're dividing up your web content with headers, images, bulleted lists, and short paragraphs, consider how those chunks of information are working for you. A listicle of the 100 greatest things about summer might be a lot more memorable if you subdivide that list with headers every 5–9 items. Likewise, if you write single-line-paragraph after single-line paragraph, your reader might get lost on the screen and miss something important. Instead, improve the readability of your content by varying the length of those paragraphs every so often.

2. Word recognition (comprehension)

That wasn't too painful, was it? This next concept, an area of research into psycholinguistics called the "cohort model," is a little harder to wade through, but since it speaks to our ability to comprehend information, I'm going to do my best to model that.

First, though, you might be thinking "psycho....what?" That's exactly the point. We're going to look at some incomprehensible content and then delve into how that affects readers. Then we'll consider how we can convey whatever information we need to and still keep people reading.

Faced with a paragraph like this:

The cohort model relies on a number of concepts in the theory of lexical retrieval. The lexicon is the store of words in a person's mind; it contains a person's vocabulary and is similar to a mental dictionary. A lexical entry is all the information about a word and the lexical storage is the way the items are stored for peak retrieval. Lexical access is the way that an individual accesses the information in the mental lexicon. A word's cohort is composed of all the lexical items that share an initial sequence of phonemes, and is the set of words activated by the initial phonemes of the word. – Wikipedia

All but the most dedicated linguistics nerd would be lost inside that mouthful of incomprehensible information. I know I was. Not only were the concepts foreign, but I hadn't seen a lot of those words since college. So let me try to capture the gist:

The cohort model looks at the way we connect a spoken (or in the case of web content, written) word with meaning. The potential meanings for a word start out broad, based on the initial sound/letter. As we see or hear more of the word, the potential meanings narrow down until we can choose which word we are seeing or hearing.

We read so quickly that it's difficult to even recognize how our own reading happens. It's easier to think about a word we don't encounter every day like "psycholinguistics." The cohort model suggests our brains first pull out a list of words that start with "psy" and begin to narrow down what word we might be looking at:

As we read further into the word so that our brains have processed "psycho," the options narrow:

Note that although "psycho" could have been one of the words we initially thought of, by this point in our attempt to comprehend this word, we've likely also taken in the fact that the word is well over five letters.

As we process letters and sounds in reading "psycholinguistics," most of us will find that this is an unfamiliar word — that it does not match up to any word already in our lexicon — and so our brains look for alternate ways to comprehend its meaning. In this case, we'd likely break it down into the most familiar component parts: "psycho" and "linguistics." We might still not fully comprehend the word, but we have two possible meanings: 1. something related to both psychology and linguistics, or 2. the linguistics of a psychopath. One of these is more likely than the other...

So why do you care?

Stop words

In this case, it's easy to see how using unfamiliar terminology (or overly jargon-y terms like "terminology" when I mean "words") slows the reader down. Using these kinds of stop words might even stop a reader entirely and lead them to close your tab and move on to the next site.

(Editor's note: Skip Spoerke astutely pointed out in the comments that the phrase "stop words" generally refers to tiny words that are filtered out in processing. Here we use it to mean words that actually stop your reading. Consider how that ambiguous meaning affects your comprehension.)

Ambiguity

Ambiguous words, or those with more than one meaning, might be expected to cause difficulties in lexical processing. – Treiman et al.

That's just another way of saying that you can slow a reader down by using words that have more than one meaning.

Even very short words can be ambiguous.

Context clues do help with comprehension, but if your goal is to convert a reader to a customer, there's no reason to make them think harder than they have to about your copy. So unless you have the linguistic command of a poet and are slowing readers down on purpose, think carefully about possible misunderstandings when you use ambiguous words.

Multiple meanings

Processing a polysemous word in one of its senses can make it harder to subsequently comprehend the word in another of its senses. – Treiman et al.

"Polysemous" simply means "having multiple meanings" and it can contribute to the ambiguity we just discussed. But the point here is that if you first use a polysemous word like "bank" in one context, you should carefully consider whether and how to use that word again.

Because we all want to be able to bank on our bank, but sometimes customers would rather throw it over a bank.

Have trouble moving from one meaning to the next in that last sentence? Me too, and I wrote it.

3. Universal design (legibility)

Legibility can feel like the one aspect of intelligibility that we writers have the least control over (at least on the web). It's rare for us to get asked what font to use or how the color of our text should contrast with the background.

But legibility is important to accessibility. To borrow the universal design principle from architecture, if we design our sites (and our content) to be legible by all, we're removing potential blockers for all readers.
Felicia, the tireless editor of the Moz Blog, is in talks with our UX crew about making our blog more accessible overall. Having worked at an organization that loved the look of light blue links against grey (and tiny) text, it's something I wish more sites thought about.

I'm only picking on AIA Seattle because I was party to some of the website redesign discussions there where members mentioned this very issue. Not only is there very little contrast in color between the links and text, but the links in the left nav are gray while those on the rest of the page are blue. I'd show you their redesigned page, but now you have to hover over text to even see if it's a link. Instead, take a quick look at the page for the national AIA:

Writers can help! As Laura Lippay wrote last week for the Moz Blog, by creating and implementing effective title tags, we can improve navigation for people with vision, memory, and mobility impairments. Properly structured headings, something we're using for readability anyway, also help with navigation.

Having recently had a baby, I'm finally starting to empathize with readers who are sleep-deprived, having trouble seeing, reading in a second (or third) language, or in a screaming rush. Not to mention people who are dyslexic, grew up in crappy school districts, or are naturally much more gifted in some other area of life than reading.

I hope these investigations into readability, comprehension, and legibility can help you create better copy. Your audience is counting on you. And by creating easily intelligible content, you just might keep them around long enough to convert.

OMG is my face red! You're absolutely right that I misused that term. As someone who likes to play with language, can we at least argue that this is a better definition for stop words and try and rally the internet behind us?

As always creating useful posts for us! You're so right about it, we have to write just as we'd like to read someone elses post. Not that technical words are not a need sometimes, but you can always say the same thing just by changing the expression. I will always remember our philosophy teacher saying to us:

"you have to explain me the most complicated theory about X author just as if you were explaining it to your grandma or someone who may not have studied it and even have no idea. If you get to do that, then everyone will understand you."

Therefore, I personally prefer explaining things through achnetodes or in a "silly way" than using weird words and a lot of text which people wouldn't read anyway.

Love that! And once you've figured out how to distill complex ideas down to communicable language, I think you've won life :) Plus I appreciate your sense of play. I always find that keeps things interesting and enjoyable.

When clients ask us "how do actually write a blog post", we usually share this with them. You would be surprised how many people ask this question.

This is good information on the phycology of reading and readers, though. Great information and thanks for sharing.

Also, adding CTA's high on the page and getting your point across fast is crucial. There is also a fine line between to many CTA's and CTA's that are a little too pushy. But of course, this is where A/B Testing comes in.

They are good guidelines to follow to configure the content of our website to make it more readable. Even so, I'd add the post that good design both the structure and the colors of our sites can catch the attention of the visitor or user, depending on the theme of our site and the message we want to convey. If a visually attractive site is created, you can build trust with the users and induce them to stay longer being interested in your content ;)

Great! Thanks for the post. Copywriting is a new matter, very important. In my marketing agency, we give importance to copy because is a valuable element to convert. In this way, I’d like to share one of our maxims: ‘magic three’. This is, putting words into blocks of three, is a way of facilitating the ability to remember and memorize. You can try it! ;)

The power of three is pretty amazing and goes way back to fairy tales. Sometimes it's fun to play with that expectation, though and put in only two where a reader would expect three. It leaves a hanging, unfinished feeling that can be unsettling or very useful, depending on how you use it. Thanks for reading!

Great Post! Writing is one of those aspects that's rarely covered - Appreciate all the solid advice. If you have a chance - Do you have any rule of thumb for deciding when "conversational" is "too conversational"? I always find that a hard line to straddle.

Hi Matthew, I would suggest that it really depends on to who you're writing for. I have known a lot of content creators, like Ryan Stewart from Webris, who always weave their writeups in such a way that they're like just talking to their pals in a boys night out — very conversational (which is cool for me, actually).

If it's a post for a guest blog, make sure to know the site's target audience first. You can also observe the style of writing of the previous guest bloggers including the owners themselves. This will give you an idea that the tone of the article should be either serious or the other way around. But if you will be posting the content to your own site, then it would be awesome if you can just be yourself.

Matthew, I'm with Emmaree on this one. Audience matters a lot. For example, I expect the traffic on this post to be lower because the topic is super niche, but then I expect that niche audience to care more about digging deep into the topic. So I wasn't too shy about the jargon (although I did try to interpret it so others wouldn't be completely lost), but I also tried to balance it with more conversational words like "that'll".

For me, the degree of conversationality (is that a word?) is a balance between hitting that right audience and also developing your voice.

This is some really heavy stuff, Isla! Thanks for the share! I read a tip somewhere that the best web copy is the one a 5th grader can read and easily understand. :-) Nowadays, content writing is all about keeping things simple and relying more on images and storytelling.

1. Many clients looking for contractors on work boards specify "native English speakers" in their requirements. Some even specify American or UK English. This is because obviously ESL text is barely readable or unreadable to many people. I have had to edit and/or rewrite ESL for clients.

2. I have been trying to be more readable. Some of the ways are a. Shorter paragraphs. More paragraphs is definitely more readable than longer ones. However, paragraphs need to be separated at logical places. b. Avoiding ambiguity. c. Using headers and sub-headers. d. Using plainer words. If the technical term is necessary, give its meaning (better still, put it in parentheses after the plain words).

You have given me more to work on.3. I totally agree with you on legibility. At my age, more contrast between text and background is needed -- gray on light blue drives me batty, light gray on medium gray is out of sight.

I actually take issue with writing ads that specify "native English speakers" because what matters is not so much when in life someone acquired a language as the fact that they communicate clearly in that language. And in writing it's sooooo easy to tell right off the bat whether someone is a clear communicator. Maybe I'm just being defensive because I've always wished that I was a better writer in Spanish, French, and Polish (I accept and celebrate my mediocre Italian).

Thanks for the great post, Isla! Chunking is indeed a not-so-good practice by some content writers. The proper dividing of statements would help the readers know that they are getting another thought, and will allow their minds to take a quick pause before absorbing another idea. This will maintain their interest to read because they are seeing the content in bullet forms and in short paragraphs; not "in big bulks of sentences" (for me, seeing contents like these are just terrifying).

In addition, it would also be a great help if you know your target audience pretty well. Knowing how they talk and what words they're constantly using would give you an idea on how to get your readers keep on reading (providing a content which they can exactly understand and relate to).

I hear you, Emmaree! Sometimes I think if we could all go back to the fourth grade and review the "one topic per paragraph", the internet would be a better place :) And you're completely right that knowing the target audience is key.

Great article, Isla! This makes a lot of sense and is a good reminder to be clear, brief and digestible. I once assumed more educated audiences (doctors, lawyers, investors, etc.) responded better to higher reading levels, but the data we've looked at suggests otherwise. It goes to show none of us want to work hard at reading; it needs to be easy.

I agree that it seems counter-intuitive, Tylor. But then I think of "executive summaries" and realize that no matter the level of education or career prestige, we're all busy bees. Now to convince some of my favorite academic writers that readability is a thing :) I'd love to hear more about the data you allude to...

You bring up some interesting points! First of all, I've realized that I'm guilty of using too many stop words/complex words so thank you for bringing that to my attention. Also, I really enjoyed the see and understand sections, it's interesting to take a step back and really think about how we process the things we read. Thanks Isla, this was a fun read!

The keys to a client or reader to read the correct structure we are able to appeal the post and subsequently remember; use a language that everyone knows; and make that post have an understandable structure and orderly